[Linkedln ads tip] At least 1/3 of companies that you target with company lists are getting less than 3 impr in 30-90 days. How can we fix that? We checked multiple accounts of our clients (including our own account) and we saw the same pattern. 1. There are a few companies that eat majority of the impressions. One reason for this is when a list contains huge and very small companies. The big ones have more employees hence more impressions. However, we are seing this even when we have equal company size distribution. (example in the screenshots). 2. 1/3 of the companies barely get an impression. So what can you do? 1. Exclude the companies that got a lot of impressions from campaigns I don't like this option. 2. Run everything on reach objective. The goal is to reach as many users as possible, so Linkedln is forced to show ads to everyone. We tried it - get's super expensive compared to engagement or website visit objectives. 3. We decided to separate the company list based on engagement. What does that mean? - You can create a separate list based on certain engagements (e.g. impressions) - We filtered companies that got more than 500 impr in the last 90 days and created a dynamic list. - We created a new campaign and targeted this list with lower budget (becasue they have been seeing our ads a lot already) - We exclude this list from the original campaign that targts the whole list. Now every time a company reaches that 500imp treshold it moves to another campaign. This way your "original" campaign gets fewer companies to target and hence giving the option to actually reach the ones that were getting less than 3impr. We are still playing around, the tresholds can ofc be different depending on your budgets. You might want to create even more lists with different impr tresholds. -- In the screenshot the distribution is a bit better than 1/3, as we already did the switch 2 weeks ago. We immediately saw an improvement.
I like the idea about the separate targeting list as well as its own campaign and excluding it from the original one. You are referring to a high cost for reach campaigns. +1 on that. Curious what CPM you see on average?
Very good observation, Deivis!
Yess, love it, dynamic lists are the way to go. Had the same issue on several campaigns before the company tab was available.
Yes, finally a LinkedIn ads post with an advanced optimization tip and new to me. Thanks for sharing Deivis Rupslaukis, will definitely try it.
Deivis Rupslaukis Thanks for sharing. Love the idea of running a duplicate campaign at a lower budget. I'm currently experimenting with a similar approach to dynamic list exclusions. Just curious, what was your logic behind setting the 500 impressions over 90 days as the cut-off? I use the average number of paid impressions multiplied by 5. Anything exceeding that threshold gets excluded and moved into a separate campaign.
Got us organically here though Deivis Rupslaukis👀
It's fascinating to see how impression distribution plays out across company lists.
Nice one Deivis Rupslaukis Fyi Anastasia N.
Did you see if eg. Turno, Systemware or Lunit start to get more impressions? Because if so this is really brilliant idea!
Founder @ DERU Digital | B2B Paid Media Agency
3wJust realized one important thing - If you run text ads that will really mess up the impr tresholds. There could be an instance where you reach that many impressions just from text ads and not from regular image or video ads.